Many people wonder what the advantages of the Dark Web are. The simple answer to this question is that these links do not appear in the regular search engine results, and they can be extremely effective. If the user types in a search query on a popular search engine such as Google or Yahoo, he may come across links to web pages that are results-free. These web pages will almost always be located in what is known as "the dark side."
The Dark Web is simply a portion of the Internet where most, if not all, links to web pages are hidden from view. This means that every link on a given web page is visible to the user. All he has to do is to visit the link, and voila, there he has it: the web page with the link. While this certainly sounds like a big advantage, it can also be a disadvantage. Because these links cannot be viewed by the regular search engines, there is a certain kind of "skeletons" that lurk within them.
What are these "skeletons" and how do they affect us? In general, links to web pages are referred to as "Inbound Links," and they are considered a sort of search engine ranking. The higher the number of links found on a given page (inbound links), the higher the site's position in the search engine results. This is why so many companies pay big money each year to get their links placed higher in search engine results; in fact, some companies pay billions of dollars per year in search engine advertising.
But here is the interesting part: these days, there is another form of search engine ranking called the "link popularity" (or "link juice") of a web site. This form is a bit different than the "Inbound Links" that we've discussed above. Instead of relying solely on search engine rankings, link popularity gauges a web site's actual popularity by looking at the number of websites that have included the site's link in their URL's (internet addresses). This is the opposite of "skeletons."
Now, let me explain what I mean. If you go to Google and type in a phrase such as "links from X," you will be shown a list of sites where other webmasters have included their links. The top portion of the page will display links from many other websites. But if you just skim over the list of sites, you might not realize the existence of some of the "distant" (and not very popular) links. How is this different from searching for keywords or phrases? It is important to know the difference between "links from X" and "links from Y."
Well, while "links from X" are pretty much invisible, "links from Y" are glaring in the face. While it may not be immediately obvious to the human eye, these links really do establish the page's popularity. Now, I am not saying that these dark links will automatically equal a higher page rank.
But I do suggest that you take notice of them. It would be foolish to assume that these obscure links are not valuable. As with all things in the search engines, they do matter. And Google has hinted strongly that they will start carrying more of the information they collect about a web page's popularity. So you should start paying very close attention to the darkness.
The advantages of dark web links are very real, but they have only recently started coming into focus. Now that they are there, you will want to start incorporating them more into your online campaigns. And if you are doing any sort of business on the internet, you need to make sure that your SEO efforts are also encompass this new and important area.
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